AB InBev Drives Authentic UGC In Contest To Promote New Superior Light Beer

Jessica Williams Food & Beverage

To keep followers motivated and on track to reaching their health and fitness goals, whilst also helping the environment, AB InBev’s brand, Michelob Ultra has teamed up with Keep America Beautiful to launch a highly engaging UGC contest.

MARKETING CAMPAIGN OBJECTIVES

      • Drive brand advocacy to promote its new refreshing Michelob Ultra beer
      • Capture rich audience data and marketing opt-ins from contestants
      • Capitalize on partnership with Keep America Beautiful as part of its CSR program

UGC CONTEST SOLUTION

AB InBev knows there’s often nothing better than a cold, refreshing beer on a hot summer’s day. To promote its brand new lighter beer, Michelob Ultra is hosting an exciting contest to keep followers on track to staying healthy and balanced this summer. Michelob Ultra is giving 95 lucky runners the opportunity to run the 2019 TCS New York City Marathon, as well as a once in a lifetime trip to New York, including flights and hotels.

For the chance to win, participants simply have to take part in the simple act of plogging; a Swedish wellness trend combining running with picking up waste. To begin their entry, followers are required to submit their personal contact details within the form provided, and must answer a few questions surrounding their previous marathon experience, if any. To complete their registration, participants can then share their photo entry to their social channels using the hashtags #TeamULTRA and #Contest, whilst also tagging @michelobULTRA, and must add the URL to their social handle within the form.

Participants can also choose to opt-in to keep informed of the latest news and offers from Michelob ULTRA.

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